It is only logical that Europe’s second-largest department store chain has decided to announce the establishment of its own customer card, the ‘Galeria Karte’. Over the long term, success will belong to those retailers who do the best job of getting to know and understand their customers. Creating its own customer card and analysing its own customer data are key criteria for the successful future development of Galeria Karstadt Kaufhof’s business model.
Galeria Karstadt Kaufhof satisfies all the most important requirements for generating and utilising its own customer knowledge. Firstly, Galeria Karstadt Kaufhof is able to reach 80 percent of the population thanks to its presence in Germany’s cities. Secondly, Galeria Karstadt Kaufhof offers a very wide range of products and services that extends from travel and sports to food and restaurants. This means that Galeria Karstadt Kaufhof operates on a very broad foundation – and not just at a local level in pedestrian zones, but also through its own online shop, galeria.de.
Cross-channel and cross-product analysis of customer data
As a result of the company’s wide-ranging products and services, the customer groups it addresses are very diverse, and it is able to satisfy a broad spectrum of each customer’s needs. This means that it is possible to analyse and evaluate customer data across channels and product groups. Up to 10 million customers are expected to use the Galeria Card by 30 September 2020.
Fostering customer loyalty with smart data
The introduction of the new customer card marks a key milestone for Galeria Karstadt Kaufhof. The tremendous growth potential offered by the store’s own customer programme will further strengthen the new Galeria Karstadt Kaufhof brand. The core of this potential lies in the loyalty programme, and in particular in the company’s own analysis of the buying behaviour and preferences of its customers. A key theme here is smart data: intelligent CRM analyses make it possible to develop target-group-specific measures that are relevant to customers. This incomparable customer knowledge can be deployed for all retail processes in a targeted fashion while maintaining strict compliance with data protection guidelines. By 30 September 2020, some 2.5 million additional customers should be using the Galeria Karte cards, joining the more than six million using the Karstadt cards that have already been issued.
Customers receive added value through coupons, special prices for cardholders, personalised offers, pre-sale campaigns and naturally the chance to collect points with each purchase. Furthermore, there will be other advantages, including the use of cross-channel services, cheaper parking and opportunities to have the points earned multiplied for certain product groups. All parts of the company are covered by the ‘Galeria Karte’ card, and customers will receive exclusive offers for sports, restaurants, food and travel through this card.